Jaguar

[Russell]

I’m in the privileged position that my next car will be electric, but there will be an ICE car in the garage for fun.

Not sure that owning an electric car is a privilege!

 

[pwebb]

More suicidal still is the fact that Jaguar have zero ( yes zero) new cars for sale in UK today . Prepping for their move to 100% EVs - complete lunacy if you ask me. It also appears that their future models will all be hideous overweight monstrosities that are effectively a garden shed full of stupidly heavy batteries. I never really liked any jaguar in the last 3 decades as they are all too big, too heavy and ponderous to drive - probably why they always seem to have a fat bloke with a cigar behind the wheel. I am not sure what demographic they are trying to attract , but there appears to be a common trend with EV ads these days that use this 'lifestyle' approach - yet they seem to all be pitched to a demographic who have absolutely no hope of being able to afford them. Baffling

 

[legrandefromage]

Having had to fix XE and XF electrical gremlins, the brand can just eff off for good

 

[CassidyAce]

I work in the creative industry and this rebrand had caused a HUGE stir with lots of condemnation. Someone with big balls (or not!) will have signed this off and their balls (or no balls) are currently on the line. Obviously completely alienates the current target market.

But look at how much publicity it's generating. Already, there are YouTube videos saying it will be the death of Jaguar or the brand is being trashed. There are others moaning that it's 'woke'. (Really? They're selling to diverse markets: it's not 'woke', it's capitalism.) It's even being discussed on here. Jag might be saying 'Copy nothing' but it looks pretty reminiscent some of the more extreme new romantic clothing from around 1980 which, I guess, is when many of their target market were young. It wasn't an especially narrow-minded era either. If they can deliver a good EV, I reckon it will be judged a success.

 

[markoc]

Not sure that owning an electric car is a privilege!

As a tool for a job it is sensible given the options and my requirements. The privilege I refer to is having an EV and an ICE car.

The fact that the campaign is getting awareness means that the campaign is working.

It’s not about conquest sales. It’s about a whole new market that they need to tap into. Many if not all of us are not part of that market, and that’s ok. Bringing gender identity into it is unnecessary.

Let’s make this an EV v ICE discussion, as that’s a lot more engaging. I’m a huge Jaguar fan, but the brand needs to reinvent - or it’ll just become the latest in a long line of revered British marques that are consigned to the history books.

@Gregag your “visual observation” belies an underlying narrative, whether you like it or not.

 

[Gregag]

judge jury and executioner, got rather personal very quickly, take a look at the YouTube ad comments and maybe chill out a bit.
The narrative is I have eyes.

anyhow no more its only life

 

[Russell]

Much better.

 

[BerthaPog]

Much better.

But you also need to find the Mercedes response. Came across as two marketing groups enjoying themselves.

 

[BerthaPog]

The fact that the campaign is getting awareness means that the campaign is working.

It’s not about conquest sales. It’s about a whole new market that they need to tap into. Many if not all of us are not part of that market, and that’s ok. Bringing gender identity into it is unnecessary.

This!

Let’s make this an EV v ICE discussion, as that’s a lot more engaging. I’m a huge Jaguar fan, but the brand needs to reinvent - or it’ll just become the latest in a long line of revered British marques that are consigned to the history books.

And This!

 

[ajm]

I’d suspect that their marketing agency probably knows a bit more about its customer base (present, but more importantly future) than many others. The demographic of “typical” customers is changing and they need to move quickly to provide what people want.

I seem to know quite a lot of Jaguar owners and I know exactly what every single one of them would think/say of the rebrand. It's not merely not what the typical Jaguar owner wants, it's the polar opposite. Sure, I only know a very tiny percentage of all Jaguar's customers, but it's rather telling that not one of them is a cross dresser with purple hair.

If how people "identify" isn't important here, why did Jaguar's marketing idiots feel the need to feature only weirdos in their advert?

The truth is that the airy-fairy world of marketing is nothing like the real world - something many companies have discovered to their cost in the past few years. Contrary to the old saw, all publicity is NOT good publicity.